Creativity as Choice in Etisalat® Advertising Texts

Creativity is a usual behavior in advertising practices. The focus of the industry as a business of persuasion informs the copywriter’s flair for creativity. It is in that regard that the etisalat® communications have not proved otherwise. The study examines the textual choices that are usually deployed in etisalat (now rebranded as 9mobile) advertisements to influence subscribers. Four adverts of etisalat were considered as a demonstration of how etisalat utilizes creativity as a choice of meaning-making. The mood system serves as a means of analyzing the chosen texts. Table and graph are statistical devices assisted in value and visual deductions. The study revealed that two distinct features operate in the textual choices: (i) creative fallacy which appears as internet familiarization (e.g. wwwant), letter superfluity (e.g. freeeee), compounding abnormality (e.g. easylife), and (ii) alphanumeric codes (e.g. 9javaganza). It is our suggestion that attempts should be made to generate corpus from the etisalat choices which can further be developed into a dictionary. Besides, this can influence other creative agents to new constructive textual ideas to augment language development